The principles of good B2B marketing apply in clean tech too, but there are some other things to think about on top. Including one idea we call ‘Parapet Risk’ — the added risk you take when you stick your head above the parapet and say, “We’re green!”.
As Anita Roddick found out, companies that claim to be green are subject to much more scrutiny than those who never even make an effort. The Body Shop got more abuse on green issues than WalMart.
Hope you like the slides. Let us know what you think.
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